HCC: Marketing Make It Matter (ENG)

Everything that we do in the labor business has a profound impact on our customers, suppliers, coworkers, and other stakeholders. There has to be a difference in what and how you do your work that is visible and obvious to everyone that you touch in the performance of your work.

You have to be able to answer two very simple questions. But they are not that easy to answer. What do you provide?  What do you do? Most of us will look at these questions and think it is obvious, it is self-evident. We supply labor solutions – repairs, rebuilds and maintenance.  Pretty simple, isn’t it? The trouble with it is that there are many people trying to do it. We have to recapture the business we have lost from our customers and competitors. We have to make a difference. We have to make what we do “matter.”

We will explore who you are and what you bring to the organization and to the customer. We will explore how and why you make a difference. Each of us has to create our own brand. That is how we will differentiate ourselves and what we do from the crowd. We will explore serving people in the parts business. We will explore all that our work means to the market and how we make a difference: how we make it matter.

HCC: Marketing Make It Matter WDC (ENG)

Everything that we do in the labor business has a profound impact on our customers, suppliers, coworkers, and other stakeholders. There has to be a difference in what and how you do your work that is visible and obvious to everyone that you touch in the performance of your work.

You have to be able to answer two very simple questions. But they are not that easy to answer. What do you provide?  What do you do? Most of us will look at these questions and think it is obvious, it is self-evident. We supply labor solutions – repairs, rebuilds and maintenance.  Pretty simple, isn’t it? The trouble with it is that there are many people trying to do it. We have to recapture the business we have lost from our customers and competitors. We have to make a difference. We have to make what we do “matter.”

We will explore who you are and what you bring to the organization and to the customer. We will explore how and why you make a difference. Each of us has to create our own brand. That is how we will differentiate ourselves and what we do from the crowd. We will explore serving people in the parts business. We will explore all that our work means to the market and how we make a difference: how we make it matter.

HCC: Marketing Market Capture (ENG)

The parts and service businesses within the construction equipment Industries has never had a precise method to calculate the share of the parts market for a specific brand. To some degree this has allowed the parts business to operate without a critical performance measure being in place.

This program married the market potential, that we cover in another class, with the actual sales for a dealership for a specific brand. The market potential model allows a dealer to calculate the potential consumption of parts on specific machines. That, together with the actual parts sales, allows a calculation to be done arithmetically that determines the percentage of a customer business obtained by a dealer.

This class provides a detailed methodology to calculate the share of the market the dealer obtains. This is the market capture rate that the dealer obtains in the parts business. Ideally, we would be able to perform this calculation by machine model. Unfortunately, we do not get the model and serial number for each parts sale.

Similarly, we touch on the “mean time to failure (MTF)” statistics provided by the OEM’s for their products. With territory potential, market capture we can drive market coverage methods which with the MTF the sales force can be targeting customer needs in a timely manner. This program covers all the details and methods required to perform the calculations required to measure market capture.

HCC: Marketing Market Capture WDC (ENG)

The parts and service businesses within the construction equipment Industries has never had a precise method to calculate the share of the parts market for a specific brand. To some degree this has allowed the parts business to operate without a critical performance measure being in place.

This program married the market potential, that we cover in another class, with the actual sales for a dealership for a specific brand. The market potential model allows a dealer to calculate the potential consumption of parts on specific machines. That, together with the actual parts sales, allows a calculation to be done arithmetically that determines the percentage of a customer business obtained by a dealer.

This class provides a detailed methodology to calculate the share of the market the dealer obtains. This is the market capture rate that the dealer obtains in the parts business. Ideally, we would be able to perform this calculation by machine model. Unfortunately, we do not get the model and serial number for each parts sale.

Similarly, we touch on the “mean time to failure (MTF)” statistics provided by the OEM’s for their products. With territory potential, market capture we can drive market coverage methods which with the MTF the sales force can be targeting customer needs in a timely manner. This program covers all the details and methods required to perform the calculations required to measure market capture.

HCC: Marketing Market Strategy (ENG)

The only way to position your labor business is to provide customers with something they value.  The fundamental principles of customer value are to offer something the customer wants and needs and to provide that offering better than your competition can.

This class provides methods and a road map to follow in developing a strategy. We identify three key strategies for enhancing customer value. Companies focus on being: Better – through the provision of superior quality labor and service. Faster – sensing and meeting changing customer requirements more quickly than others. Closer – creating durable linkages and even partnership with channel members and customers.

This program takes you more deeply into operational excellence offers customers good pricing as well as convenience and reliability. Then we examine labor leadership which is the result of superior product performance. Finally, customer intimacy which utilizes “micro” marketing techniques. These strategies for providing customer value indicate the importance of the marketing focus in overall strategic planning. Customer value offers a way to gain strategic advantage over competitors and to differentiate the company’s products or services.

Communications is the critical element to successful implementation of a strategy for the parts business. The final emphasis of this class is to ensure that the strategy is effectively communicated to all employees so that they will be committed to executing the strategy.

HCC: Marketing Best Practices (ENG)

With standards of performance, we dealt with what it looks like when it is right. With Best Practices we aim for performance excellence. What is it that the most successful dealers are doing to achieve excellence? This is discussed in detail in this program to allow dealers to see optional approaches to processes and systems. From using the telephone as a sales tool, to inventory turnover; from customer retention, to sales per employee everything is discussed.

We cover all aspects of the processes required in a parts business: from dealer business systems, to telephone systems, to warehousing storage systems. People and system productivity and effectiveness are critical in any business today, but this is especially true within the equipment business where the gross margin on the prime products continue to erode. There are many aspects within a parts business that must be covered that can make a significant difference in either cost or market positioning, and which can make the business more competitive.

Process manuals – electronic or paper – and procedures, as well as training methods to employ become critical to the consistent delivery of excellent customer service. How to measure your success in the area of customer satisfaction as well as all operational processes becomes part of this program. Anyone interested in achieving the best possible level of performance within the parts business will gain insight from this class.

HCC: Marketing Best Practices WDC (ENG)

With standards of performance, we dealt with what it looks like when it is right. With Best Practices we aim for performance excellence. What is it that the most successful dealers are doing to achieve excellence? This is discussed in detail in this program to allow dealers to see optional approaches to processes and systems. From using the telephone as a sales tool, to inventory turnover; from customer retention, to sales per employee everything is discussed.

We cover all aspects of the processes required in a parts business: from dealer business systems, to telephone systems, to warehousing storage systems. People and system productivity and effectiveness are critical in any business today, but this is especially true within the equipment business where the gross margin on the prime products continue to erode. There are many aspects within a parts business that must be covered that can make a significant difference in either cost or market positioning, and which can make the business more competitive.

Process manuals – electronic or paper – and procedures, as well as training methods to employ become critical to the consistent delivery of excellent customer service. How to measure your success in the area of customer satisfaction as well as all operational processes becomes part of this program. Anyone interested in achieving the best possible level of performance within the parts business will gain insight from this class.

HCC: Marketing Buyer’s Needs (ENG)

A new reality continues in its approach.  By now everyone has been affected by “telemarketing,” your tele-selling future has gotten off to a successful start, and you have also learned how to handle the objections from the customers. You know all of the mechanics of selling. Now we need to make it easier for you by exposing the “buyer’s needs.”

The needs that the customer has in this transaction can stem from “ego satisfaction,” in other words knowing that they are making the right choice, to feeling that they are treated with respect. The sales person has to be sensitive to all of these various attributes and reasons which can underlie the buyer’s needs. But your customers also need your expertise and knowledge and experience. You are in a difficult position. In order to be able to satisfy the needs of the customer, you have to continue to keep yourself current on the product and Industry trends and competition. There is a lot to do.

This class deals with survey information obtained from the customers. If they are given a chance, customers will tell us what they need and want, and we then have to be in a position to deliver it.

HCC: Marketing Buyer’s Needs WDC (ENG)

A new reality continues in its approach.  By now everyone has been affected by “telemarketing,” your tele-selling future has gotten off to a successful start, and you have also learned how to handle the objections from the customers. You know all of the mechanics of selling. Now we need to make it easier for you by exposing the “buyer’s needs.”

The needs that the customer has in this transaction can stem from “ego satisfaction,” in other words knowing that they are making the right choice, to feeling that they are treated with respect. The sales person has to be sensitive to all of these various attributes and reasons which can underlie the buyer’s needs. But your customers also need your expertise and knowledge and experience. You are in a difficult position. In order to be able to satisfy the needs of the customer, you have to continue to keep yourself current on the product and Industry trends and competition. There is a lot to do.

This class deals with survey information obtained from the customers. If they are given a chance, customers will tell us what they need and want, and we then have to be in a position to deliver it.

HCC: Marketing Campaigns and Promotions (ENG)

A new reality continues apace. Everyone by now has been affected by “telemarketing” and I trust your tele-selling life has had a successful start. But, even with the sales aspect of the job, it is hard to hold onto a performance edge: to stay motivated and excited. The job, over time, gets to be too much of a routine.

We need to generate excitement and energy in the department. We need to operate with regular campaigns and promotions. Something special needs to be going on all the time. To do this, we need to inject campaigns and promotion planning into our sales forecasts and annual budget plans. Campaigns and promotions have to become an integral part of the life in a parts business.

We provide a structure to the campaign and promotion activities with the use of a Promotion Planning Tree (PPT). The PPT provides a road map of activities, and a check list, to ensure that we get everything right. It allows everyone to be involved in the development of the campaigns and promotions so that there is understanding of what it is we are aiming to do. It allows vigorous debate in the development of the campaigns and promotions so that everyone is involved in the programs. It brings back the excitement to the job.